1 Why Mysteryland?

Mysteryland 2 Campaign Preparation

Recap
3 Sampling Results

4 Key Learnings
MYSTERYLAND RECAP 2016

WHY MLUSA?
 Mysteryland dates back to 1993 and is now the worlds longest-running
electronic music, culture and art festival. The first international edition of
Mysteryland was held in Chile in 2011. In May 2014, Mysteryland made its USA
debut at the site of the legendary 1969 Woodstock Festival and now returns for
its third edition June 10-13, 2016.
MYSTERYLAND
When: June 10th- 12th

Where: Bethel Woods | Bethel, NY

Goal: Execute the first Blue and Silver campaign at

Mysteryland to give Wings to festival-goers as they kick-
off their weekend, driving trial and awareness.

Tactics:
Host a blue & silver campaign with 14 Wings
Focus sampling around on-premise editions SKUs
(Red, Blue, Yellow, and reactive: RBSF)
Indirect sampling of VIP tents
Indirect sampling of partner hotel, Villa Roma Resort

Messaging:
Heres some wings for your festival experience!
today we have Red Bull Yellow edition, Blue edition,
and Red edition. They will be available this
weekend!
OPPORTUNITIES
Increase Awareness- Educate festival-goers on our Editions SKUs and identify
availability inside of the festival

Drive Trial & Association- Link the brand to charming WT interactions and the
consumption of Red Bull directly to the MLUSA experience

Increase Sales- Sampling is the number one driver of short term sales and long term
brand equity
 MYSTERYLAND RECAP 2016

CAMPAIGN PREPARATION
 PREPARATION

PLANNING COMMUNICATION LOGISTICS

Supplies, Staffing &
Sampling Method
PREP: PLANNIG
Outline a timeline 5 months out to get ahead of
planning

Create a sampling kick-off deck to be presented

upon arrival of Wings to immediately engage the
team and keep information top of mind during
sampling

Use festival manager as a resource to provide

feedback when developing sampling plan and
training guide

FEBRUARY
By 1stPre kick-off meeting
with MLUSA organizers
Get an idea of sampling
restrictions
Identify resources available
to the team
Manage sampling
expectations
MARCH
By 14th Collect WT
availability to assess WT
needs from outer markets
PREP: TIMELINE
APRIL MAY
By 11th Gather WT By 5th Send
availability from outer communication to
markets participating Wings to hold
their calendar with heads up
on more info to come
By 15th Add Participating
Wings on to WTB By 20th Finalize
Splashthat Page with key
campaign details for Wings
By 22ndCreate all
missions on WTB with By 24th Finalize WT Kick-
appropriate HR breaks Off Deck
(Driving to Festival,
Sampling, Dinners etc.) By 26th Send follow up e-
mail with Wings to Slashthat
site
JUNE
By 8th day prior to
departure send reminders
including what to pack,
expectations, and weather
forecasting
By 9th Welcome Wings
at hotel with MLUSA
welcome bags
By 9thHost MLUSA
Sampling kick-off at hotel
to set the tone of the
weekend
 PREP: COMMUNICATION
CHALLENGE: Communicating all of the details of a
blue and silver campaign to Wings, while being
clear and concise. In the end these large campaigns
should be fun and a privilege to work. We do not
want Wings getting overwhelmed with information
before they arrive.

SOLUTION:
Create a thorough Splashthat page that acts as a
hub with all campaign details to minimize number
LINK: https://mlusablueandsilver.splashthat.com/
of e-mails, allow flexible editing for plan changes,
and create a premium and compelling snapshot of
the sampling campaign.
SPLASHTHAT
B&S Description
Date
Hotel Location/Map
Room Assignments
Pre-Departure Info
SPLASHTHAT
Daily Itinerary
SPLASHTHAT
Wings Team Expectations
Contact Information
PREP: SUPPLIES
Sampling/Logistic Supplies
Dedicated Bone Yard
Extra Backpacks (2 backpacks per Wing)
Golf Carts (2)

Additional Supplies
Wings Team Welcome Bags
Contents:
Summer Edition
Personalized Welcome note
Chapstick
Hand Sanitizer
Gum/Candy
Hair Ties
Snacks
Sunscreen
 PREP: STAFFING
ROLES & RESPONSIBILITIES
FMS WINGS NON SAMPLING STAFF

Manage ROS to assure sampling
campaign is being executed to
plan
Give strategic guidance on top
sampling practices & locations
Combat large sampling area by
using golf carts to strategically
place Wings on campgrounds
and bring loaded backpacks to
Wings
Act as main point of contact with
Festival Manager
Act as consumers first point of
contact with Red Bull at MLUSA
Drive product trial and
awareness of availability
Tie the product to the festival
scene notorious for its
moments of firsts
Leave each consumer with a
positive brand experience
Lead all activities taking place in
the boneyard
Load and prep backpacks with
product so Wings could
efficiently sample crowds with
less logistics time
Keep refrigerated truck neat with
all garbage bagged
Execute 4-pack placement in VIP
tents
Assist with golf cart chauffeuring
PREP: LOADING THE BACKPACK
FOCUSED REACTIVE

+
X 8 EACH X9
 PREP: SAMPLING METHOD
Step 1.
Wings are led by FMS in an on site briefing on the day ahead and reviewing
ways of working.
Step 2.
Wings grab a loaded backpack from the refrigerated truck and prep to head to
the campgrounds

Step 3.
X FMS strategically places Wings in the campgrounds to achieve maximum
sampling coverage

Step 4.
Once Wings are running low on product they contact the FMS to request the
golf cart to bring a fully loaded backpack
 MYSTERYLAND RECAP 2016

SAMPLING RESULTS
SAMPLING GOAL: 6,480 cans
Direct Cans Sampled: 5,080 cans
Indirect Cans Sampled: 1,400 cans
 SAMPLING RESULTS
RESULTS: 4,394 direct cans sampled
(vs 5,080 can goal)

PRIMARY
RBSF Red
1,199 1,065

+
Yellow Blue
1,065 1,065

REACTIVE
 SAMPLING RESULTS
RESULTS: 1,008 indirect cans sampled
(vs 1,400 can goal)

+
Partner Hotel Indirect Cans in Room: 150 VIP Tents w 4-pack Placement:
408 indirect cans 600 indirect cans
 CONSUMER REACTIONS
I USUALLY DONT LIKE THE TASTE, DO YOU HAVE
BUT, I REALLY LIKE THIS YELLOW. I THE GREEN ONE?
WILL HAVE TO GET ONE THIS
WEEKEND!

I DIDNT KNOW YOU HAD

ITS A GIFT? AWESOME! I AM FLAVORS. WHICH IS YOUR
GOING TO NEED RED BULL FOR FAVORITE?
THIS WEEKEND!
 WINGS TEAM FEEDBACK
THANK YOU SO MUCH FOR LETTING ME GET INVOLVED
WITH THIS ACTIVATION, I HAD AN AMAZING TIME AND IT
WAS SUCH A GREAT EXPERIENCE BEING INVOLVED IN
SUCH A HUGE SAMPLING MISSION!
THANK YOU FOR
EVERYTHING THESE PAST TWO
DAYS! I REALLY APPRECIATE
ALL YOU DID FOR US AND
KEEPING IT AS ORGANIZED AS
POSSIBLE!
I HAVE PARTICIPATED IN MANY BLUE
AND SILVER CAMPAIGNS AND THIS WAS
ONE OF THE SMOOTHEST CAMPAIGNS
FROM ORGANIZATION AND
COMMUNITCATION TO SAMPLING
INTERACTIONS WITH CONSUMERS.
I LOVED BEING ABLE TO WORK
WITH ALL OF THE WINGS FROM
THE NY REGION AND HOPE TO DO
IT AGAIN!
 MYSTERYLAND RECAP 2016

KEY LEARNINGS
 KEY LEARNINGS
Having a minimum of two golf carts
was key to being able to efficiently
spreading out Wings and reloading
backpacks.
Packing each backpack with the
same split of Red/Blue/Yellow and
RBSF cans each time made it easy
for Wings to report by just counting
number of backpacks sampled
throughout the day.
Wings should stay on site at the
hotel for a minimum of two nights to
allow for time to also experience
and enjoy the festival.
Splashthat helped in streamlining
communication with Wings. I was able
to have a clearer and concise
campaign outline without over
communicating leading up to MLUSA.
Having non-sampling staff was
necessary to maintain sampling
pace. Moving forward three non-
sampling staff vs two would be
optimal.
Depending on cell phones as a
primary source of communication is
unreliable due to poor cell phone
service. Individual radios are
necessary for key campaign players
to allow seamless communication.